When Phil Hollows and I met for the first time over a cup of coffee in June of last year, little did we know that it would be just one of many conversations about social media that we’d be having on a regular basis.

The difference between that initial meeting between us and every other since is that many others who share an interest in Twitter, Facebook, LinkedIn, YouTube, blogs and the like have joined us for what we call the Sudbury Social Tweetup.

At our most recent Tweetup last Thursday night at Bistro 20 in Sudbury, I had the opportunity to speak to the group about “Twitter for Business in Five Easy Steps,” including…

1. Find and Be Found
2. Use a Good Dashboard like TweetDeck
3. Engage Your Constituents on Twitter
4. Maintain an Active, Interesting Twitter Stream
5. Measure Your Performance

What follows are the slides I used for my presentation. Please let me know if you have any questions or comments. And if you’re ever in the neighborhood on the last Thursday evening of the month, please don’t hesitate to join us for the Sudbury Social Tweetup.

To follow Bob’s #SudburySocial list on Twitter, click here.

Related Reading

Talking about Social Media in Sudbury, Massachusetts by Bob Cargill

Ten Tips for Hosting a Successful Tweetup by Bob Cargill

When I was asked to host a Tweetup at the New England Direct Marketing Association’s annual holiday party last month at Tavern in the Square in Porter Square (Cambridge, MA), I knew right away who I wanted to have on the program.

Victoria Smith

For entertainment, I turned to Victoria Smith, a very talented singer and songwriter, who put on a fabulous show for us.

As for the educational piece, I asked my friend and former colleague, Jeff Esposito, to permit me to interview him about his experience with social media as a public relations manager at Vistaprint. Jeff is one the most prolific people I know in social media, having tweeted over 48,500 times to date, not to mention all the blog posts he writes and videos he records. Seriously, Jeff’s knowledge in this space, not to mention his energy, is off the charts.

Sitting at a small round table at the front of the crowded restaurant, surrounded by a rapt audience of NEDMA members and guests, Jeff and I had an awesome discussion that night about how he uses Twitter, Facebook and the like to help Vistaprint enhance its brand, provide customer service and sell merchandise. The interview went over so well that I thought it would be great to feature some of his thoughts on social media here on my blog. So I asked Jeff if he would be kind enough to answer some of my questions in writing, and he graciously said yes. What follows is our written “transcript”…

Bob: Please tell us a little about Vistaprint.
Jeff: Vistaprint is an online provider of marketing materials for micro businesses and the home.

Bob: How does Vistaprint typically communicate with and market to its customers?
Jeff: Like many companies involved with NEDMA, Vistaprint is a direct marketer that leverages a number of marketing channels. These include everything from catalogs and direct mail to search engine ads and TV campaigns.

Jeff Esposito

Bob: When and how did Vistaprint get started with social media?
Jeff: We started out in social media in 2008 around the time of Stephen Baker and Heather Green’s cover story in BusinessWeek entitled “Beyond Blogs.” After reading the article, the PR team was tasked with figuring out Twitter. We listened for six months or so to get a sense of how the network operated. When we first started tweeting, we were told that we were doing it wrong, so we asked the community what they wanted from us. With that feedback, we altered our strategy and then applied that to other networks as they emerged (including Facebook, which at the time was not open to non-students).

Bob: What is a typical day like for you there?
Jeff: Every day is different. Our team engages with customers from 9-5 on Facebook and Twitter. We also take a look at how the company is being mentioned across social media sites in comparison to our competition.

Bob: How do you measure the success of your social media initiatives?
Jeff: We look at a number of different areas for success in our social media program including direct revenue from social media, conversation share, equated net promoter score and SIM score.

Bob: What have been some of your biggest challenges and successes?
Jeff: One of the biggest challenge to any company working in social media is finding the time. You will never have as many resources as you would like for this ever-evolving channel so it is a matter of working within resources. It is also important to evaluate opportunities on new networks and if they are something that your company should embrace right away.

Bob: Does Vistaprint have a social media policy and, if so, what does it include?
Jeff: Our policy contains what our employees are and are not allowed to do within social media. This mostly focuses on speaking or acting on behalf of the company.

Bob:What is your favorite and/or most successful social media channel?
Jeff: It is hard to decide and is like choosing between your children as a favorite. On one hand, Twitter is great for getting quick-hit updates and conversations which are very valuable. Facebook on the other hand is great for building up a community and longer-lasting relationships with customers. The network also offers really good metrics to see if your efforts are paying off.

Bob: What do you feel are some of the biggest benefits of using social media?
Jeff: The biggest is in building relationships. Social media is also a very good at seeing unfiltered commentary on your company from your customers.

Bob: Can you name some other companies that are using social media well?
Jeff: Locally, Boloco is company doing some pretty innovative things via social media. On a more global scale, I always keep tabs on what Dell, Ford and Major League Baseball are doing. Recently I have been keeping a close eye on the NFL teams in the playoffs that are doing some pretty cool contests for their fans.

Bob: Who has had an influence on you in the field of social media?
Jeff: The list could go on and on, but the five I always look at are Julien Smith, Geoff Livingston, Olivier Blanchard, Jason Falls and Laura Fitton.

Bob: What advice would you give to others who are trying to learn social media or install a social media program at their place of employment?
Jeff: The biggest thing is to go in with a clear plan and goals. Pick what you are going to measure and stick to it. Without a plan or measures, you are setting yourself up for failure.

Thanks, Jeff. And thanks to those of you who took the time to read my “interview” of Jeff. If you have any questions about social media for him, please don’t hesitate to leave a comment here on my blog or feel free to contact him directly via Twitter, Facebook or his blog. I’ve listed his, along with Victoria’s, contact information below.

Jeff Esposito’s Contact Information
Twitter
Facebook
Blog

Victoria Smith’s Contact Information

Twitter
Facebook
Website

For about seven years in the 1990s, I was self-employed, doing my thing as a freelance copywriter and creative director for my own small business, Cargill Creative. It was the time of my career, a period of exhilaration and entrepreneurship I’ll never forget. As challenging as it was to have to fend for myself, it felt good to know that almost everything I achieved was dependent on my own abilities and actions, not necessarily on any outside factors.

I was working on a high wire without a safety net and I liked it.  

As I wrote here on this blog back on June 1, 2004, about this experience…

Cargill Creative was a “virtual” agency with unlimited potential but resources that were only so deep. Schooled as a creative, I recast myself out of necessity as an account executive, a traffic manager, a salesman and an accountant, too. Occasionally I had enough money in the coffers to employ an additional writer, but for the better part of this gig it was just me, myself and I, the accidental principal who wore all the hats, the chief, cook and bottle washer. The hours were long, the responsibilities were endless, but the upside of being my own boss was the autonomy and freedom, and my professional inhibitions ran wild. It’s no coincidence that during this stretch of new found glory I explored options that might otherwise not have been available to me, throwing myself into three organizations — Toastmasters, The New England Direct Marketing Association and The MetroWest Leadership Academy — that, collectively, would have a long-term impact on not just my career, but also my growth as an individual. Call it ambition. Call it survival. Call it biting off more than I could chew (well, almost). But clearly I was refusing to be intimidated by any unfounded fears of failure, knowing full well that much of what I was doing I was doing either then or never.

I wrote the following list of “The 10 Qualities of the Professional Freelancer” back in 1995, when I was in the thick of it as Cargill Creative, but I think it’s timeless and relevant enough to republish here on my blog in 2011.

While I’m not a full-time freelancer today, I still handle an occasional freelance project on the side and I still believe strongly that any copywriter (or designer), self-employed or not, who has these qualities has the best chance to succeed.

The 10 Qualities of the Professional Freelancer

Here are 10 good qualities a freelance copywriter or graphic designer needs to succeed as a professional. If you are a freelancer, have fantasized about such an existence, or simply hire these sole practitioners, the following list is for you.

1. Fastidious. A freelancer has to be excessively critical of his or her own work and take great care to do everything right, because there is no one else to blame but yourself if something goes wrong.

2. Resourceful. A freelancer must be able to deal skillfully with new problems and unique challenges, because each job is going to be different and each client expects you to be — or, at least, to become — an expert in their field.

3. Enthusiastic. A freelancer should approach his or her craft with spirit and intensity; that way, you will enjoy your work days and the bane of your existence, deadlines, won’t be so intimidating.

4. Experienced. A freelancer should possess a body of work and a history in the business for two reasons: 1) You need to show prospects what you have done in order for them to become clients and; 2) You need to know the rules before you can break the rules.

5. Lionhearted. A freelancer needs to be extremely courageous in order to succeed. To run your own business takes guts. You are out there on your own. You have to be willing to take risks. And able to take the heat when the pressure is applied.

6. Artistic. A freelancer must express his or her creativity. You have to be able to look at things differently, do things differently, and dare to be different yourself. As Pablo Picasso once said, “Some painters transform the sun into a yellow spot, while others transform a yellow spot into the sun.”

7. Nocturnal. A freelancer should be prepared to work long hours, often well into the night, in order to complete his or her assignments on time. There are moments during the day — meetings, phone calls, etc. — when it becomes obvious that the only block of uninterrupted time you are going to come by is when the day is over.

8. Congenial. A freelancer needs to know how to win friends and influence people. Be agreeable and positive in nature and disposition. Clients will like doing business with you and networking will come easy.

9. Educated. A freelancer must know a lot about a lot of things in order to work successfully with a variety of clients. Read voraciously — books, magazines, newspapers, the Internet, you name it. Attend seminars. Ask questions of your mentors and peers. And never close your mind.

10. Rebellious. A freelancer needs to question the norm in order to find a better way of doing things. You are a hired gun. Someone who has stepped out of line and been called on to run with the ball. Don’t be a troublemaker. But don’t be a conformist, either.

Of course, there are countless qualities that the freelancer — any freelancer — should possess, too many to mention in one blog post alone. So what do you think? What qualities do you feel are essential to the success of the professional freelancer in 2011? Please share your thoughts by leaving a comment below. And thanks, as always.

Since my first post on February 17, 2004, I’ve written more than 91,000 words on A New Marketing Commentator, but these are going to be some of my last words here for a while. Yes, it’s time to give this blog a rest – again. I’m sure I’ll be back soon, but I’ve decided it’s time for another break from the blogosphere, similar to the one I took earlier in this blog’s lifespan.

In the meantime, please don’t hesitate to check out my archives, especially the 2,700-word “10 Ways to Succeed in Social Media” and the 2,800-word “10 Ways to Succeed as a Copywriter,” two long series of blog posts I’ve bundled together and published as long, standalone articles.

Other relatively recent posts I’ve written that I’d like to single out include “The Importance of Character in Social Media,” “50 Reasons Why I Like Twitter” and “Retrospective: What I’ve Written about Social Media in the Last Year.”

Altogether, I’ve written over 200 posts here on this blog (218 to be exact) – on marketing, advertising, social media, fundraising, even the Boston Marathon – each of which I invite you to read at your convenience, if you haven’t read them already.  

And while you’re at it, please don’t hesitate to reach out to me on LinkedIn, Twitter and Facebook. I may not be blogging for a while, but I have every intention of remaining very active in social media.  

Thank you, as always, for your friendship, support and interest in what I have to say.

Bob Cargill
December 26, 2010
Bio
Work History
Speaking History

Photo of Bob Cargill by Kevin Harkins of Harkins Photography

If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this profession.

As I wrote about my own career in the very first post in this series…

I may have worked for a number of different companies, developed new skills and taken on new responsibilities – such as creative direction, public speaking and social media – along the way, but I’ve also stayed true to my roots as a copywriter. 

And after all of these years writing headlines and subject lines, direct mail packages and email blasts, blog posts and brochures, teasers and tweets, I’ve been able to draw a handful of conclusions about what it takes to succeed as a copywriter.

Now that I’ve completed this 2,800-word series on copywriting, I’ve bundled each post together and archived them as one long article, “10 Ways to Succeed as a Copywriter,” which you can read in its entirety here. Or simply click on the fifth tab over (the next to last one to the right) at the top of this blog.

For your convenience, I’ve also listed each post in this series below with its corresponding link.

As always, if you have any feedback for me, please don’t hesitate to leave a comment or click “Like” below. Thank you.

To read the entire 2,800-word “10 Ways to Succeed as a Copywriter” series, click here.

To read each post in this series, one at a time, follow the links below…

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.
10 Ways to Succeed as a Copywriter, Part Four
Develop strong presentation skills.
10 Ways to Succeed as a Copywriter, Part Five
Keep your head out of the sand.
10 Ways to Succeed as a Copywriter, Part Six
Exercise good judgment.
10 Ways to Succeed as a Copywriter, Part Seven
Meet your deadlines.
10 Ways to Succeed as a Copywriter, Part Eight
Be a team player.
10 Ways to Succeed as a Copywriter, Part Nine
Sweat the small stuff.
10 Ways to Succeed as a Copywriter, Part Ten
Use social media.

10. Use social media.

A copywriter’s job is to use the written word to promote something or someone using a variety of media, anything from radio to TV, direct mail to email, websites to billboards, print ads to assorted signage, sky writing, you name it.

And today, included among all that tried-and-true, traditional media are blogs, Facebook, Twitter and other popular Internet-based, self-publishing vehicles.

The fact is, anyone working in the marketing, advertising, sales and PR fields who knows how to use social media tools and technologies will likely be much more successful amidst this new communications era.

And those who earn a living writing copy have an obvious competitive advantage. After all, the better you write, the better chance you have of stringing together the right messages for the right occasions and making yourself heard loud and clear above the social media din.

So use social media – but not just on behalf of your clients and customers, on behalf of yourself, too.

Social media is the ideal forum for a copywriter. It’s where you can network with other like-minded professionals, keep up on breaking news and learn from industry gurus. It’s also where you can share your own knowledge and expertise, where you can actually practice — and demonstrate — your craft in public.

Writing tweets, blog posts, status updates, notes and anything else in social media not only keeps your writing fresh, it keeps you up to speed on the latest communications platforms. It’s a great way to connect with the modern world and succeed as a copywriter in today’s day and age.

This is the 10th in a 10-post series on how to succeed as a copywriter. In the near future, I’ll be publishing the entire series as one long post (probably as a separate page) somewhere here on my blog, A New Marketing Commentator. If you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.
10 Ways to Succeed as a Copywriter, Part Four
Develop strong presentation skills.
10 Ways to Succeed as a Copywriter, Part Five
Keep your head out of the sand.
10 Ways to Succeed as a Copywriter, Part Six
Exercise good judgment.
10 Ways to Succeed as a Copywriter, Part Seven
Meet your deadlines.
10 Ways to Succeed as a Copywriter, Part Eight
Be a team player.
10 Ways to Succeed as a Copywriter, Part Nine
Sweat the small stuff.

9. Sweat the small stuff.

It’s one thing to be a creative genius, to be that extra special someone in the room who can come up with surprisingly brilliant ideas practically on demand, time and time again.

That’s the glamour and glory of the business.

But the consummate copywriter is actually a stickler for details, someone who’s as strong on the left side of the brain as the right, who’s as analytical and obsessive as conceptual and extemporaneous, who’s as aware of the importance of being an accurate, fact-based  tactician as much as an original, award-winning craftsperson.

That part of the job is not as exciting as it is necessary.

Yes, it’s not good enough to be just a great wordsmith and marketer. If you want to earn a living as a copywriter, you also have to be a good researcher and project manager, an avid reader and a competent verbal communicator, someone who can appreciate the fact that a great deal of your success depends on your ability to wear a variety of other hats well when you’re not actually writing.

To sweat the small stuff means to be punctual and deadline-oriented, to ask the right questions and make the right points during meetings and presentations.

It also means to be a good proofreader and gatekeeper. So don’t count on someone else to catch your mistakes. Be your own worst critic. Use a spell-checking program. And keep a dictionary on your desk. Scrupulously review every single word you write before you turn it over to the powers that be. After all, nothing can undermine your credibility as a copywriter faster than a typo or misspelling.

This is the ninth in a 10-post series on how to succeed as a copywriter. In the very near future, I’ll publish the last post in this series here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.
10 Ways to Succeed as a Copywriter, Part Four
Develop strong presentation skills.
10 Ways to Succeed as a Copywriter, Part Five
Keep your head out of the sand.
10 Ways to Succeed as a Copywriter, Part Six
Exercise good judgment.
10 Ways to Succeed as a Copywriter, Part Seven
Meet your deadlines.
10 Ways to Succeed as a Copywriter, Part Eight
Be a team player.